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Abstract:
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This study has the objective to examine the determinants and behavior of Thai tourists regarding their visit to Mae Sot District, Tak Province. The needed information was collected from 400 Thai tourists who visited Mae Sot for analysis of factors determining their1 visit using Likert scale rating method and for testing the difference in tourists’ spending behavior by gender, age, marital status, education, domicile, occupation, and average monthly income, based on t-test statistics.
From personal background information, it was found that the number of male tourists was about the same as female tourists. Typically, the studied Thai tourists were 44 years old on the average, married, with bachelor’s or higher degree education, permanently employed as state enterprise worker or civil servant, and earning average income more than 60,001 baht per month.
As a whole, the most important determining factor for these tourists to visit Mae Sot District in Tak Province is their need to find experience and broaden their world view from traveling. The second most important factor is the hospitality and friendliness of local people in Mae Sot District. Almost equally important are the attractiveness and the diversity of tourism attractions; local festivals, traditions, arts, and culture; and sites of archeological and historical significance.
Most of the samples under study indicated relaxation as their main travel objective. They are also repeat visitors, organizing the travel program themselves and traveling with family or relatives. Their most favorite tourism sites are Rim Moei market, Lahu Hilltribe market, and Thailand – Myanmar Friendship bridge, in descending order. In terms of tourists’ expense, they spent averagely 9,724 baht per person which was mostly for food and beverage, followed by travel cost and accommodation cost, respectively. On the difference in tourists’ spending behavior, the study found that male spent more than female, persons in over 41 years old age group spent more than those in 40 years old and under age group, married persons spent more than their single counterpart, persons with bachelor’s degree education or higher spent more than those with education below bachelor’s degree level, persons living in other regions of Thailand spent more than those living in northern region, persons having unfixed income spent more than those earning fixed income, and persons earning average monthly income above 40,001 baht spent more than those getting average monthly income not exceeding 40,000 baht.
Key word : Factors / Thai Tourists / Travelling / Mae Sot District / Tak Province
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